ISANet Social Media Presentation
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The document outlines a social media session presented by Chris Bonney, focusing on building online communities and effective social media strategies. It emphasizes the importance of listening, aligning with organizational goals, engaging audiences, and providing valuable content, while covering hands-on exercises to create a social media plan. Future trends in social media, such as mobile access and content curation, are also discussed, highlighting the need for transparency and adaptability.
ISANet Social Media Presentation
- 1. ISANet Social Media SessionPresented by Chris Bonney, VPVanguard Technology, ChicagoSeptember 12, 2011
- 2. What We’ll CoverThe Web in 2011 and BeyondRealities of Community Building5 Part Framework for SuccessTrue Social Media StoriesWhat’s Next in Social MediaSocial Media Plan
- 4. The Web in 2011 and BeyondIt’s not what you think
- 9. 3 Guiding Principles of the WebKnow who you are Know what your users want Know what you are really trying to do And, therefore, social media
- 10. 4th Principle: Provide Value or PerishRelevantMeaningfulContextualTimelyProper channel
- 11. Realities of Community BuildingWhat you should know today
- 14. It’s This
- 15. What is Engagement?The result of a person investing time and/or money with the organization in exchange for value.
- 16. Could We Also Use?ParticipationDiscussionLearningLogging in
- 18. This is not the goal.
- 19. This is.
- 20. What Matters?Appropriate introductions Soft launch promoSufficient accessDo they know their loginCreate familiarityDid you provide a tutorial?Demonstrate valueRelevant, meaningful, etc.Perpetuate acceptance and participationAre champions leading the charge?
- 21. Org ObjectivesMore membersContent deliveryOutreachBrandingSell productsWhat else?Mbr ObjectivesAccreditationEducationNetworkingCredentialsRecognitionWhat else?Social Network
- 22. Plan Exercise #1Fill out Mad Libs mission statement.Then list top 4 priorities.Finally, fill out cloud diagram as a group.
- 23. 5 Part Framework for SuccessThe essentials of great social media
- 24. 5 Part Framework for SuccessListenAlignKnow WhoEngageSupport
- 25. 1: ListenYour organizationYour industryYour membersYour competition
- 28. Listening ToolsGoogle alertsRSS from blogsTwitter search and hashtagsIndustry news sitesTracking software:Trackur.comSocialMention.comhttp://wiki.kenburbary.com/
- 30. 2: Align and PrioritizeAlign with organizational strategyAlign with online initiativesAlign with your peoplePrioritize the “whats”
- 31. Simple Example of Alignment
- 32. The WhatsPeer-to-peer connectionsConversationsGather informationCurate contentShare collateralAdvertiseMake your members’ jobs easier
- 33. Plan Exercise #2Fill out Listen areaThen fill out Align and Prioritize area
- 35. Who Are Your Members Anyway?CreatorsCriticsCollectorsJoinersSpectatorsInactives
- 39. StakeholdersBoardMembersStaffWho else?How will they be involved?
- 40. ChampionsSelect carefullyDon’t have too manyProvide incentives and rewardsGet them involved earlyProvide means for sharing
- 41. Plan Exercise #3Fill out Audience area
- 42. Quick Break5 – 7 minutes
- 43. 4: EngagePrivate networksPublic channelsContentUser generatedOrganizational
- 49. You Must Blog!Easy way to startPeople are familiar with itConversation starterTransparencyMore thoughtfulLonger shelf lifeSEO friendly
- 50. Blogging BasicsHave a scheduleBe personal/have an opinion/be irreverentLeave some stuff outInclude an imageAsk for feedbackCheck out our blogging eBookCheck out other association/educational blogs
- 53. Facebook BasicsUnderstand your purposeProvide relevant, FB-specific contentCreate a call to actionDesign the flow of the user experienceConsider advertising
- 56. Twitter BasicsBe genuineBe briefBe newsworthyBe a great resourceBe a connector
- 59. Plan Exercise #4Fill out Engage area up to Outposts gridThen do Outposts grid as a group exercise
- 60. Great Content…Creates valuePerpetuates participationLeverages SEOIncreases site visitorsIncreases time on siteCreates additional non-dues revenue opportunities
- 61. Types of Content Organization generatedUser generated
- 62. Organization GeneratedReportsPublicationsArticles/Op EdNews itemsCase studiesProgramsPresident’s messageVideos/YouTubePodcastsImage galleriesBlog postsCommentsPowerPointseBooksWebinars
- 63. User GeneratedVideosPicturesCommentsBest practicesHelpful documentsWhat else?
- 64. Plan Exercise #5Fill out Organizational Content areasThen fill out Member Content as a group exercise
- 66. What’s the ROI of your mother?Gary Vaynerchuk
- 67. Ratios: - # of comments to a posting; # of responses to a single threaded message; # of member created groups to organization created groups (communities)Time lapse metric – relative timing of last posting (interaction - whatever it might have been - blog, message, comment, article) - how many hours/days since lastNumber of common contacts per member (i.e on average, 3 common contacts are shared amongst members)Number of bookmarked / ranked / rated resources over period of timeNumber of page views / downloadsPotential Metrics
- 70. How Do We Market and Launch?Sell the sizzleLeverage sneezersCreate meaningful programs/triggersStart small and slowNever launch
- 71. Selling A HouseClassic Georgian with huge family room and updated kitchen, including granite countertops and stainless steel appliances. Fully finished basement , perfect for a game room or home theater. Blocks from downtown, best school district in the county. Must see. It’s brick. It has 10 rooms. It has a basement. Why don’t you move in today?
- 72. Selling A CommunityOur new community is up and running. Come network with other members, share best practices and discuss hot topics. Will the new legislation affect your school? You might be surprised to find out what bad news some members have received recently. Chime in or learn more. Share your best advice for newbies in our industry. Highest ranked submission gets $100 off annual event registration. Help a newbie today.11 people have commented on our most recent blog post about NCLB. Incredible insights from people just like you. Read more.
- 73. Meaningful Programs/TriggersTopicalCurrent eventLegislationAccreditationRegionalDemographicsUpcoming event
- 74. Start Small and SlowBoard areaCommittee collaborationSingle discussion on a great topicReview a publicationSelect an educational eventHelp with accreditation
- 75. "Never doubt that a small group of committed people can change the world - indeed it is the only thing that ever has." -Anthropologist Margaret Mead, an alum of PAIS Member School, Buckingham Friends School
- 76. Never LaunchSeries of soft launchesTry betaSuccess hinges on:ValueRelevanceScalability Word of mouthIt doesn’t hinge on:Promotion
- 77. First 10 ThingsIdentify and document goals and strategiesIdentify and recruit influencersIndentify and prioritize programsIndentify and contact partnersCreate and gather contentCreate and/or tailor outpostsDefine a roll out planTrain your staffDraft terms of useDefine success factors
- 78. Plan Exercise #6Fill out Marketing and Launch area
- 79. Real World StoriesLearning from the trenches
- 81. Successful Change ManagementEarly buy-inFind evangelists/sponsors/championsOver-communicateListenMake success easyReward participationSell your wins
- 82. PromaxBDANo social in their socialBeta
- 83. What’s NextCan we see the future?
- 85. Context is key with mobilehttp://www.flickr.com/people/stopbits/
- 88. The Future of the Social Web isPortable identity
- 89. Content curation
- 91. Social search
- 92. Social commerceIn Case You Haven’t HeardSplinternetQR codesFoursquare.comQuora.comScoop.itHunch.comPosterous.com
- 93. In Closing, Social Media Is About…Personal voices and experiencesThinking small, especially at firstBeing specificBeing honest/transparentUnderstanding that you don’t own itDistributing content through appropriate channelsCreating a scalable and shareable platformHelping perpetuate word of mouth
- 94. Thank You For Your Attention!Chris BonneyVP, Client ExperienceVanguard [email protected]@chrisbonney312-263-1322 x 505www.vtcus.com
Editor's Notes
- #2: Sep 11 travel – facebook 2004, YouTube 2005, Twitter 2006, No webcams in laptops, video phones or texting.Content, citizen journalists, farewell notes, flyers of loved ones, twitter south tower.Want to keep it open and interactive. Lots of discussions and participation. So let’s start with some quick survey questions so we can get to know where we all stand. Who is on Facebook personally? And as an org?Who is on twitter? As org or personal or sorta both? Who has a private community behind the login? Who has a blog? What other types of peer to peer engagements do you do? Listserves or discussion forums?
- #3: Here’s what we’ll be covering today. The goal is to cover a lot of ground and to really give you the perspective of how social networking can help your member schools. In the process, we’ll also be building a social media plan in real time for you all to take back to the office whether you like it or not?
- #4: Housekeeping
- #5: Web and social the same. Here’s what I mean…NEXT SLIDE
- #6: Whether you’re aware or not, your organization is being connected with across these many channels each and every day.Tell Google story of associations going there first.Content distributor
- #7: Google has the hardest website to manage in the world. The site looks so simple, but think about this. Competition for home pageGO THROUGH SLIDESBut if she can do it, it seems like an association should be able to do it, right? Google knows who they are on the web.
- #8: Give people what they want quickly and easily
- #9: Associations ask me all the time MIT, yes, THE MIT they give away all of their classes online for free. Yes, you can just go to their website and take an MIT class at no charge. Since 2002.
- #13: READ LISTThese are the terms we use to sell social media. Most are abstractions and aren’t effective because they are not specific enough.
- #14: We want community to be this. Kumbaya circle and everyone happy and we’re all joined together. The challenge is that isn’t what a community is at all or social networking for that matter.
- #15: Small loosely joined groups. Let’s think about a party. In fact it doesn’t have to be a community at all. It could just be a tool that committees use. Private.Or could simply be a way to push information out to the public by a different means other than your website. Outposts.
- #16: Everyone says we want “engagement” with our members, Chris. And I say can you define what you mean by that? Check out this book.But engagement is another one of those words that is an abstraction when it comes right down to it.
- #17: Try to move beyond the abstractions when describing what it is you want to do with your social media initiatives. Be specific in what you’re asking of people. Engaging in a community isn’t specific enough.
- #18: Speaking of engagement or participation, what should we expect from our members? And this is important because….
- #19: People tend to want the first one or sometimes simply equate an online community with an always ‘on’ environment. We’ll have a big announcement at our annual event and then it will be a non-stop party. When you try to build a community like that more than likely what happens is that you get what’s on the right. Couple people in a room not sure why they are there or what they are suppose to do. This is the kiss of death for a community. You’re not shooting for either of these. This is not the goal.
- #20: So how do we really create “community” and “engagement”?Dean – muffins – fun fair – block party – labor day party – volunteer at school
- #22: Here are the two entities at work and how social media serves as the cloud between them. The connector if you will. READ LIST
- #23: Should be at around 30 mins here not including intro.
- #25: READ LIST
- #26: It’s a first step that many actually skip and jump right into to trying to get people to participate.It’s vitally important to listen first or if you haven’t yet, start.Why?To find out what is hot and maybe where the gaps are.
- #27: You collect process and analyze and determine how you will make a difference online.
- #29: Or just walking around an event listening over lunch. Doesn’t have to be electronic.
- #31: To be successful you can’t do this in a silo. Start with what you can handle.
- #33: It’s not just forming a “community” or a “place for networking”Priority will determine how you market and manage the site ongoing. Big difference between trying to create connections over curating content. Some folks jump in and try to do all of this things. Must know what you want to do first.
- #34: Should be at around 30 mins here not including intro.
- #35: Identify these folks early in the process.
- #36: Not about naming them specifically or what their job roles are. It’s identifying where they fall on the social media audience ladder.
- #42: Should be at around 30 mins here not including intro.
- #44: Content seedingPrograms
- #45: The blend between both is up to you.Behind login doesn’t mean it has to be some huge community, remember we start small and maybe stay small. But peer to peer connections are the future of member value.
- #46: Higher Logic.
- #50: Again, can be whatever you make it. But it’s imperative to have a device to create transparency and to also have a way to communicate instantly if needed around news or PR issues.
- #52: Go to FB and show this page.
- #53: What do we know about Facebook? Tell me. So, it could used for what?
- #54: Maybe exclusive videos on FB. Could you create the parent area of your site on FB? Could parents sound off there maybe?
- #55: You can retweet from websites and never login to twitter.
- #58: Here’s my biggest point about channels. Don’t broadcast. Each one should be a specific message.
- #59: Add Linked In if you wantOr Google +Or anything else you may want
- #60: Should be at around 30 mins here not including intro.
- #61: Content is king. Who seeds it? Where does it come from
- #65: Should be at around 30 mins here not including intro.
- #66: After this ROI slide and launch slide and social in social slide
- #68: Lastly, actual metrics. These are hundreds of these you could put together. But if you simply want to get an idea of what your member engagement is like, this will help get you there. These give an accurate measurement of activity that is user driven and organic - not one directional like # of logins, # of completed profiles those are still between the individual and self, not interaction with another member or the organization. Again, you’ll be able to download this slide from a webpage after this session. But take a another second to take these in.
- #71: Understand that you don’t own it. Your members do.
- #72: So does that mean that mass promoting your new community is futile. No, anything but, you must let people know that you have a move-in ready house waiting for them, ( in other words a profile ready for their picture, a bio waiting for their cool background information and great neighbors) but here’s the catch. Many orgs sell their community in a way that they’d never sell a house:Stressing specificity and what’s in it for me.
- #73: Don’t make it this big community where you can do a whole bunch of stuff. Be very specific based on chapters or demographics or topics on who you target the promotion to and then give them a specific call to action. If the conversation has traction it will be the members who spread the conversation more widely.
- #77: Facebook doesn’t have TV commercialsGoogle didn’t have big magazine ads for Google +
- #79: Should be at around 30 mins here not including intro.
- #82: READ SHEETSend a press release or an announcement when something significant happens within your community. 1000th profile created, 500 blog post by the community as a whole – that kind of thing. And I have a PDF on my resource webpage for this webinar that goes into detail on these things.
- #84: Apps or mobile web?
- #85: This is an interesting graph from Forrester Research displaying the timeline of the eras of the social web through 2013. Social relationships: AOL profiles started it in the mid-90s, establishing profiles and connecting people on a basic level. Social functionality: Starting in 2007, evolving from simple friending to full social interactions and community building. Facebook etc. Social colonization: fostered by technologies like facebook connect: Forrester foresees the release of new browsers and frictionless, uncomplicated technologies that allow people to surf the Web WITH friends or see what they’re doing in real-time.Social context: Starting in 2010, social networks and sites will recognize the preferences of users, but more significantly, they will also recognize personal identities and relationships to customize the experience based on preference and behavior.Social commerce: Where in a nutshell the shifting of power will move from the supplier to the consumer. In other words companies will be forced to formally cater to communities because that is where all the influence will lie. Ultimately leading away from CRM even SRM to VRM. VRM is vendor relationship management and what we see on sites like YELP today are a nod toward where VRM is leading. SLIDE
- #88: Clay Shirky the author of the book Here Comes Everybody has some very interesting things to say about what he calls “cognitive surplus”. I’ve included the video of him talking about it on my webinar page that I’ll give you a link to at the end, but in a nutshell his argument is that we all have plenty of time as it turns out that we in essence spend watching TV and what if we put all the time to something important with purpose. Check out the video because he really raises some issues that could change the way you think about the way you spend your time. So as we consider the cognitive surplus of our members, there is something that comes directly to mind for me and that is mircro-volunteering. It’s where you ask your MEMBERS - or this is a great chance to let non-members get involved without plunking down membership fees - to take just a few minutes of time when they have it, maybe standing in line at the bank for example and helping you with a project…on a micro level. Some examples might include helping translate the page of a publication or rating potential keynote speakers for your next conference or tagging photos in your archive. The website the extraordinaries – again I’ll provide a link to them on my web page – are the founding fathers of this type of service. Check this site out when you get a chance because this concept should no doubt trigger many ideas within your organization. Micro-volunteering is the future.
- #89: Portable: Facebok connect. For example: Portable IDs mean you’ll be able to flip a switch to tell Nike you’re a woman who runs 12 miles a week and immediately see the shoes that are best for you — along with input from experiences of your running buddies.Shared experience because of that. Not a bunch of separate sites anymore.
- #91: Seven secrets of successful online communities:How to guarantee your association’s online community create engagement, fosters… and …….